4-7 market ttgk cruise 25/1/08 09:51 Page 4
Market Knowledge
Captain’s log
TTG annual cruise surv
T
his comprehensive survey reveals a
wealth of information about the state
of the cruise market. Here we analyse
Never
the most significant results and look
1%
at trends for 2008.
Occasionally
CRUISE VIRGINS & SAVVY SAILORS
26%
More than once
Of the agents who took part in the survey, 99% a week 39%
currently sell at least some cruise holidays during
the year – 39% sell more than one a week; 34%
make at least one cruise booking a month while
the rest sell the occasional cruising holiday.
Every month,
The most frequent question from clients about
but not every week
cruising is “is it for older people?” followed by
comments such as “what’s the dress code?”, “is it
34%
expensive?” and “do we have the freedom to do
our own thing?”
Alison Westall, general manager of Cumbria
How
Cruises, says: “There are still some who believe
cruising is for the wealthy, and it’s not for them.
often
We have to explain why it’s right for them and do you One agent comments: “A lot of our customers
describe the type of cruise that suits them.”
sell
tend to know they want a cruise, but they want a
Overcoming objections from cruise virgins is
cruises?
good deal and will shop around for months until
crucial, as the survey found that once customers they find something perfect.”
are persuaded to try a holiday at sea they are
almost certain to book more cruises: 99% of
agents say that cruise clients are likely to book CARIBBEAN IS TOP OF THE POPS
again. Most agents sell voyages of at least six days, with
But there is also evidence that the more experi- only 4% saying they mainly book shorter cruises.
enced cruiser is now looking for a deal and will Around 59% say the majority of cruises are
search around for a substantial discount on the between six and 11 days, while 37% mostly sell
brochure price. itineraries of 12 days and longer.
The poll for the most popular cruise destination
with customers was a tight race between the big
two cruising regions of the Caribbean and the
Basic data
Mediterranean, with the Caribbean just coming
out on top.
These two areas are followed in a strong third
TTG, in collaboration with Fred Olsen place by journeys to the fjords, Scandinavia and
Cruise Lines, ran its annual cruise survey the Baltic countries, then by cruises around Alaska,
from December 2007 to January 2008. The Hawaii and North America, river cruising in central
figures of this feature are based upon the and eastern Europe, and transatlantic voyages.
replies from the Nearly all respondents (96%) also say they
120 respondents received more enquiries for cruises from UK ports
to the survey. in 2007 – good news for those lines offering
itineraries from the British Isles this year.
4 TTG Knowledge CRUISE January 2008
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